 Marketing Calculator Table of Contents
Section 1—What is Marketing Effectiveness?
Chapter 1—Introduction to Marketing Effectiveness
Issues and objections
Brand advertising and marketing effectiveness
Aligning marketing effectiveness with brand strategy
Marketing effectiveness: The new marketing imperative for the 21st century
The $1,000,000 question
What is marketing effectiveness?
The ROI of marketing ROI
Marketing effectiveness: The new strategic advantage
Marketing effectiveness and marketing objectives
Marketing effectiveness: A chapter-by-chapter overview
Section 2—The Marketing-Effectiveness FrameworkTM
Chapter 2—Strategy, Creative, and Execution: What You Do in the Marketplace
The marketing-effectiveness framework
Chapter 3—Planning Around What You Can’t Control: The Competition, the Consumer,
the Channel, and Exogenous Factors
The competition
The consumer
The distribution channel
Exogenous factors
Chapter 4—The Consumer: The Most Important Component in Any Marketing-Oriented Framework
The consumer
Segmentation
Information processing and the purchase funnel
Product choice model/Channel choice model
Purchase and consumption
Sequential purchase process
Bringing it all together
Chapter 5—A Framework for Capturing Marketing-Effectiveness Data: The Marketing-Accountability
Framework
The marketing-accountability frameworkTM
The 4P3C1E frameworkTM
Success metrics
Section 3—The Marketing-Effectiveness Continuum
Chapter 6—Introducing the Marketing-Effectiveness ContinuumTM
Climbing the marketing-effectiveness continuum
Chapter 7—Activity Trackers
Activity tracker cameo
Activity trackers
The activity tracker test
Challenges facing activity trackers
Tracking activities
Getting started as an activity tracker
How can marketers improve their activity tracking?
Becoming an activity tracker
Chapter 8—Campaign Measurers
Campaign-measurer cameo
Campaign measurers
Challenges facing campaign measurers
ROMI methods for campaign measurers
How can marketers improve their campaign measuring?
Eight steps to becoming a campaign measurer
Case study 1—A/B testing: Plumbing repair services in North America
Case study 2—Direct marketing and CRM: Mobile telecommunication company in Asia
Case study 3—Last-touch attribution: Dental equipment supplier in North America
Case study 4—Loyalty marketing: International hotel chain based in Asia
Case study 5—Rebate redemption: Gas utility in North America
Case study 6—Direct measurement: Enterprise software in the Asia-Pacific
Chapter 9—Mix Modelers
Mix-modeler cameo
Mix modelers
Challenges facing mix modelers
How can marketers improve their mix modeling?
Seven steps to becoming a mix modeler
Case study 7—Marketing-mix modeling: Regional restaurant chain in North America
Case study 8—Marketing-mix modeling: Kids’ snacks in the United Kingdom
Case study 9—Marketing-mix modeling: Mobile telephone service provider in Asia
Case study 10—Marketing-mix modeling: Premium lager beer in Europe
Chapter 10—Consumer Analyzers
Consumer-analyzer cameo
Consumer analyzers
Challenges facing consumer analyzers
Projecting the future
How can marketers improve their consumer analyzing?
Becoming a consumer analyzer
Case study 11—Agent-based modeling and simulation: Consumer packaged goods in North
America
Case study 12—Agent-based modeling and simulation: Carbonated soft drinks in North
Africa
Case study 13—System dynamics: Fast-moving consumer goods in India
Case study 14—Agent-based modeling and simulation: Unsweetened tea in Japan
Chapter 11—Brand Optimizers
Brand-optimizer cameo
Brand optimizers
Becoming a brand optimizer
Section 4—The Marketing-Effectiveness CultureTM
Chapter 12—It’s Time to Just Get Started!
The marketing-effectiveness culture
Challenges in moving up the marketing-effectiveness continuum
Implementing the marketing-effectiveness culture
Chapter 13—Conclusion: Put Marketing on the Critical Path to Success
Marketing effectiveness and you
Improved marketing effectiveness requires support throughout the company
Put marketing on the critical path to success
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